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Enhancing Green Hotel Visit Intention: Role of Green Perceived Value, Perceived Consumer Effectiveness and Environmental Knowledge

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  • Sanjida Amin
  • Md. Touhiduzzaman Tarun

Abstract

Based on the extensive literature review, this study aims to investigate the impact of green perceived value and perceived consumer effectiveness on customers’ green hotel visit intention in the hotel industry of Bangladesh. Simultaneously, the current study intends to explore the influence of environmental knowledge as a moderator. A random sample survey of 265 usable hotel customers was used to test and verify the conceptual framework. The findings of study revealed that green perceived value and perceived consumer effectiveness positively influence customers’ green hotel visit intention, whereas, environmental knowledge was found insignificant moderator variable. The outcome of the study will assist the academicians, policy makers and industry professionals with a better understanding of customer green purchase intention. Therefore, the study will contribute to the development of effective green marketing practices and strategies to enhance customer green purchase intention in the hospitality and tourism industry in Bangladesh.

Suggested Citation

  • Sanjida Amin & Md. Touhiduzzaman Tarun, 2019. "Enhancing Green Hotel Visit Intention: Role of Green Perceived Value, Perceived Consumer Effectiveness and Environmental Knowledge," International Business Research, Canadian Center of Science and Education, vol. 12(5), pages 123-132, May.
    • Handle: RePEc:ibn:ibrjnl:v:12:y:2019:i:5:p:123-132
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    References listed on IDEAS

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    1. Gleim, Mark R. & Smith, Jeffery S. & Andrews, Demetra & Cronin, J. Joseph, 2013. "Against the Green: A Multi-method Examination of the Barriers to Green Consumption," Journal of Retailing, Elsevier, vol. 89(1), pages 44-61.
    2. Vermeir, Iris & Verbeke, Wim, 2008. "Sustainable food consumption among young adults in Belgium: Theory of planned behaviour and the role of confidence and values," Ecological Economics, Elsevier, vol. 64(3), pages 542-553, January.
    3. Smith, Samantha & Paladino, Angela, 2010. "Eating clean and green? Investigating consumer motivations towards the purchase of organic food," Australasian marketing journal, Elsevier, vol. 18(2), pages 93-104.
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    Cited by:

    1. Ma, Yuan & Liu, Changshan, 2023. "Configuration analysis of influencing factors of energy-saving behaviors: From the perspective of consumers’ pro-environmental characteristics and environmentally friendly social atmosphere," Energy, Elsevier, vol. 278(PA).

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    More about this item

    Keywords

    green perceived value; perceived consumer effectiveness; environmental knowledge; Bangladesh;
    All these keywords.

    JEL classification:

    • C33 - Mathematical and Quantitative Methods - - Multiple or Simultaneous Equation Models; Multiple Variables - - - Models with Panel Data; Spatio-temporal Models
    • F31 - International Economics - - International Finance - - - Foreign Exchange
    • F41 - International Economics - - Macroeconomic Aspects of International Trade and Finance - - - Open Economy Macroeconomics

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